Understanding 10DLC messaging limits and compliance requirements is essential for running successful SMS campaigns. This guide explains how daily sending limits work, what happens when you reach them, how to increase your messaging capacity, and how to avoid carrier penalties.
Daily Sending Limits for 10DLC
Your CallHub dashboard shows the message "You have hit your text limit", and your texting campaigns can't send any more messages right now.
The warning appears once your Brand's daily allowance is used up.
Cause: The Campaign Registry assigns every Brand a daily sending limit and texting rate based on its Trust Score. The warning means your Brand has used its full allowance of messages through 10DLC numbers for the current 24-hour period.
ⓘ The limit resets at 12 AM PST — allowances apply per 24-hour period, so your campaigns can resume sending after the reset.
Fixes:
- Wait for the reset. Your campaigns can continue sending after 12 AM PST.
- Rent a Toll Free number in advance and use them in a new campaign to continue sending texts.
ⓘ Political Use cases do not have a daily sending limit.
Carrier penalties for non-compliant messaging
US carriers share a set of standards for A2P texting, and they charge penalties when messages violate them. Registering for 10DLC is the foundation of compliance, but registered senders still need to keep their content within the rules below.
| Violation | What it covers | Penalty |
|---|---|---|
Acceptable Use policy breach |
SHAFT content — Sex, Hate speech, Alcohol, Firearms, Tobacco — plus spamming and phishing |
Up to $10,000 per violation |
Messaging Program Evasion |
Snowshoeing (spreading the same message across multiple numbers to dodge reputation checks) and intentionally misspelling words or opt-out content to evade carrier filtering |
$1,000 fine |
Grey Route usage |
Routing domestic messages through another country to cut messaging charges or evade telecom regulations |
$10 per message |
How penalties reach you:
- The first time a violation is detected on your campaigns, CallHub's support team notifies you by email.
- If the violation repeats, the carriers' fines are passed through to you.
⚠ Carrier fines apply per violation — a single SHAFT breach can cost up to $10,000. Treat the first warning email as your cue to fix the campaign immediately.
How to stay compliant
- Follow the Usage Policy in CallHub's terms of service.
- Apply the best practices for managing message filtering and opt-outs.
- Keep your registration and consent flows clean — see Register your Brand and use case for 10DLC in CallHub and Set up compliant opt-ins and calls-to-action for 10DLC.
FAQs
When does my sending limit reset?
At 12 AM PST every day. Your Brand's allowance covers each 24-hour period.
How do I raise my daily throughput?
Your daily limit follows your Trust Score (10–100), which TCR's vetting partner assigns during Brand vetting based on your organization's web presence, reputation, and line of business — the higher the score, the higher the throughput. If you consistently need more capacity for a uninterrupted texting experience, rent a Toll-Free number.
What content gets me fined?
SHAFT content (sex, hate speech, alcohol, firearms, tobacco), spamming, and phishing top the list. Evasion tactics also draw fines — spreading one message across many numbers, or deliberately misspelling words and opt-out language to slip past carrier filters.
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